EDA 'co-opertition' - a new era or more lip service?
John Bruggeman certainly isn't the first to suggest that the EDA industry may be its own worst enemy. But Bruggeman—who joined Cadence Designs Systems Inc. last year as senior vice president and chief marketing officer after 20 years in technology marketing that included a similar role at embedded software vendor Wind River Systems Inc.—has a noteworthy perspective if for no other reason than he really hasn't been working in EDA that long.
Speaking at the ARM Technology Conference Tuesday (Nov. 9), Bruggeman preached cooperation among EDA vendors and the entire electronics supplier chain. EDA vendors can do a much better job working together to solve problems that customers are "screaming about" instead of bending over backwards to wrestle every scrap of business away from each other, Bruggeman said.
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